design skills

Your Organization Needs Your Design Skills (Not Your HTML Skills)

Peter Nelson

When we decided to make the bold move to remove the presence of the HTML editor in Informz, we had some concerns that our self-identified “hard core” HTML users would be apprehensive. After all, they have invested a lot of time and energy to master HTML to do their jobs.  

Thankfully, this hasn’t materialized! Our users are insightful, and they get what we have done; they understand the new benefits Informz brings to them, their teams, and their organizations. 

The Designer Role

The designer is typically responsible for creating the template (the reusable stationery or letterhead used as the basis for a mailing), images, and landing pages. Certainly, these are creative — even artistic — elements. However, where’s the real design value? What’s the purpose of design?

A design is created to facilitate the conveyance of a message or a purpose — that’s why it’s there! 

It’s Not About HTML

The old adage of “if the only solution you have is a hammer, every problem looks like a nail,” is apt for where we are. If you do serious email marketing, the expectation has been that you have to figure out how to acquire HTML skills. Why is this? 

Having to work with HTML was a means to an end (until the latest version of Informz came along!). 

This is because HTML — a language designed to create web pages — is notoriously challenging to control in an email context. HTML can be made to behave, kind of, sort of, sometimes, with enough effort and tinkering. But even then, usually even the most highly-motivated email marketers find some email clients that their creative solution just doesn’t work in.  

It’s About the Design

A designer’s role in the context of Informz ranges from creating images, to designing a template, to creating landing pages. When it comes to creating reusable templates, designers have been backed into having to use HTML to be able to realize their vision — their design. 

While the creative elements are engaging, it’s really the overall structure, or layout, that manifests the design.

  • Does the layout best portray the organization’s mission and purpose?  
  • Is the important information (from the recipient’s perspective) being presented in such a way that it’s obvious, easy to digest, and clearly actionable?
  • Are the desired conversions happening? 

If the answer to these challenges is yes, then congratulations to your design because it’s supporting the mission and goals of your organization!

If any one of these is an unfortunate “no,” then a holistic review of what constitutes email design in your organization may be beneficial to help get your message out more effectively. 

Say Goodbye to HTML

Your organization needs your design skills — not your HTML skills — to get its mission accomplished.

To see for yourself how an HTML-free tool can change your email world, see the tool in action.

About the Author
Peter Nelson

Peter manages the Product Team at Informz. As Peter tells it, his team takes on the role of trustee of clients’ investments of money and time in their use of Informz. Peter’s team wants all users to get the most out of Informz that they can. Peter’s passion outside of work is music – especially jazz.